More Opinion articles

Right now, a long-term, insight-driven approach to comms planning around LGBTQ+ publishers and creators could pay even greater dividends for brands. 

Agentic AI and social commerce have reshaped visibility and transaction, turning media into a storefront. Fashion and beauty brands are rethinking their advertising approach in this new world.

Trust and responsibility are not the same thing, but one cannot exist without the other. We must plan, buy and measure media in ways that align with our brand’s values, reflect our audience’s world and respect the platforms and publishers that shape culture.

Citing “no evidence provided” is a small step forward, but it could become a form of lazy journalism or, worse, a meaningless automatic response. Something more robust is required.

Streaming brands appear to be fighting churn with TV deals, but research suggests they must also focus on deeper loyalty and customer engagement.

Focusing on sleep is a key factor in building resilience for increasingly exhausted leaders. It doesn’t cost anything to develop good sleeping practices and it is within our control.

The spread of misinformation, disinformation and hate isn’t just a tech problem. It’s a business model problem. And advertisers must be part of the solution.

OOH and social are natural allies, working together to bridge offline and online experiences.

Barb data has delivered the TV industry a new narrative about UK YouTube audiences. Will it change advertiser behaviour?

Brands have pivoted towards projects when it comes to creative work. But media agencies should not assume they are safe. The seeds of a more transactional mindset are already visible.